Read the full story here: https://www.freshsqueezedideas.com/resource/attribute-elicitation-task/

When you don’t know what you don’t know.

Regardless of what sector you’re working in, what product or service you’re offering, at some point in developing your marketing strategy you’re going to have to figure out what is it that your end-user is valuing about your offering. That brings up the question, how do you go about figuring that out, figuring out what you don’t know when you don’t know it? What is the scope that that can encompass? This is a challenge that’s faced by almost all our clients in marketing, at some point along figuring out their marketing strategy.

Currently, I think, the options that clients have is this trade-off between going the quantitative rout or the qualitative rout. When you go the quantitative rout, the benefit is it’s scalable, so this means you can talk to a lot of consumers, across segments and across markets. But, the challenge with the traditional quantitative approach is that the structure means that as the marketers you have to decide what you think might be important to your consumer. You put that in front of them, but you can only get feedback on those specific factors. The risk here becomes if you miss the attributes that are actually drawing from the behaviour your miss-spending your marketing dollars. The other option is to go the qualitative rout. The benefit, of course, of qualitative is it’s a little bit more open ended, so there’s not that large risk of missing the most important attribute. But we still have to remember that we have interviewers who are conducting that qualitative research and their own biases and expectations are still going to direct the conversation and direct the insights. Assuming you have perfectly objective moderators (and that’s not going to happen) the other challenge is that, when you’re doing qualitative, it’s not quite scalable. The risk here becomes you have to extrapolate the really small sample size to larger samples sizes and, again, this is risk way to spend your marketing dollars.

Read the full story here: https://www.freshsqueezedideas.com/resource/attribute-elicitation-task/